How can popular misconceptions about the nature of customer relationship marketing/management limit the effectiveness of this approach? How are companies misled by an over‐reliance on technology, lack of strategic perspective, use of faulty metrics, inadequate segmentation, neglect of brand considerations, blind faith in data, and confusion regarding leadership roles? This article challenges the misconceptions and provides guidance on how to successfully execute a customer relationship strategy.
Crosby, L.A. (2002), "Exploding some myths about customer relationship management", Managing Service Quality: An International Journal, Vol. 12 No. 5, pp. 271-277. https://doi.org/10.1108/09604520210442056
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